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Over the past 10 years, influencer marketing has blown up. You can hardly find a marketer that hasn’t tried using influencer marketing at one point or another. There are millions of people out there, grinding on social media, collecting as many followers as possible, and trying to become influencers. For others, however, becoming an influencer comes naturally. In today’s post, we’re going to talk about that other group of people. More specifically, we plan on talking about a certain kind of marketing that’s pretty similar to influencer marketing. We’re referring to Key Opinion Leader marketing, or as most people know it, KOL. First, let’s address the biggest problem of influencer marketing…
In almost every industry, you have the doers and the pretenders. The doers are the ones that are in the know. They love what they do, know the industry in and out, and know-how to get the job done. The pretenders are the exact opposite. They’re usually motivated by greed. They usually fell into the industry on accident and have no idea what they’re doing. Seeing how the field of influencer marketing has become so lucrative for so many people, it’s no wonder that lots of people are now trying to make a quick buck. On the surface, fake influencers look like they have a lot of clout in their niche. However, all of that is a mirage. Their followers have bought, their reach faked, and their career is nothing but an attempt to make a deal with a gullible businessman.
You want your influencers to be in the know. To have a lot of experience, great content, and a highly engaged audience eagerly await his every post. Then you need to look into KOL marketing. At its core, KOL marketing is there to help business people find people in their industry who are considered the best of the best in their field. People who set trends and whose opinion is highly regarded not only by their followers but also by their peers. These so-called KOLs are the ones who dictate the taste for many people and who can navigate a heftier group of users toward a product or a brand. The KOL plays the role of a prescriber for a loyal following. That’s why KOLs have incredibly high engagement rates. The content created by KOLs is not only better researched and executed than the rest of the content out there but is also more personal. This helps the followers become even more committed to the KOL.
All of this surely sounds amazing. However, how can you find your KOL in the first place? Studying single profiles is extremely time-consuming, even if you have a dedicated marketing team on your payroll. When you’re doing everything on your own, it’s next to impossible. To be quicker and more efficient, many businesses use Influence Marketing Platforms to find their KOLs. These platforms can identify bots and single out fake influencers. This makes the job a lot easier for you and allows you to devote a majority of the time to getting in contact and interviewing KOLs.
If you want to leverage the power of influencer marketing – and that power is vast – you can’t settle on working with people who buy their followers. You need the real deal, the people who have real influence in their niche. These people are the Key Opinion Leaders in your industry. All you need to do now is go out there and find them.
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